Trivento’s new campaign to target premium wine shoppers in the run-up to Easter
Argentinean wine brand Trivento has launched a major new marketing campaign for the UK market in the run-up to Easter. The post Trivento’s new campaign to target premium wine shoppers in the run-up to Easter appeared first on The Drinks Business.
Argentinean wine brand Trivento has launched a major new marketing campaign for the UK market in the run-up to Easter.
The new ‘Savour the Sobremesa’ campaign draws influence from the Argentinian ritual of friends relaxing at the table after a meal (sobremesa means ‘upon the table, in Spanish) to exchange stories and good wine. It will run under the tag line “The wine that wants you to stay at the table for longer”.
The new video campaign, which launches on 17 March and will run though the key Easter period until the end of April, will be encouraged consumers to “stay, sip, savour”. It comprises 30 and 20 second adverts that will run live across ITV X, Channel 4 and Sky to target premium wine shoppers in the run up to Easter. It is expected to be viewed over 5.7m times across the three channels.
Trivento’s senior marketing manager at VCT Europe Preety Johl explained that sobremesa was “all about building deeper connections with our loved ones, living in the present, cherishing the little moments, and talking about the big things”.
“In Argentina people live much more in the moment, taking time and lingering at the table for longer,” she said. “This campaign seeks to convey the warmth, personality and conviviality of Argentina for Trivento in a truly authentic way.”
According to IWSR value sales since 2020, Trivento is the leading Argentinean wine brand worldwide, with NielsenIQ latest Scantrack data for the UK (Total Market (GB), Value Sales 52 week ending 22 February 2025) putting it in seventh place in the UK’s Top Ten wine brands, worth £125 million in retail value sales. Trivento Reserve Malbec is also the number one red wine in the UK market, the brand said.
“Trivento has had a phenomenal growth journey, having sustained the number one red wine SKU status for a number of years, whilst consistently winning quality awards, and this new campaign will consolidate its identity further as we head towards an even more exciting future,” Johl added.
The new ‘Savour the Sobremesa’ campaign draws influence from the Argentinian ritual of friends relaxing at the table after a meal (sobremesa means ‘upon the table, in Spanish) to exchange stories and good wine. It will run under the tag line “The wine that wants you to stay at the table for longer”.
The new video campaign, which launches on 17 March and will run though the key Easter period until the end of April, will be encouraged consumers to “stay, sip, savour”. It comprises 30 and 20 second adverts that will run live across ITV X, Channel 4 and Sky to target premium wine shoppers in the run up to Easter. It is expected to be viewed over 5.7m times across the three channels.
Trivento’s senior marketing manager at VCT Europe Preety Johl explained that sobremesa was “all about building deeper connections with our loved ones, living in the present, cherishing the little moments, and talking about the big things”.
“In Argentina people live much more in the moment, taking time and lingering at the table for longer,” she said. “This campaign seeks to convey the warmth, personality and conviviality of Argentina for Trivento in a truly authentic way.”
According to IWSR value sales since 2020, Trivento is the leading Argentinean wine brand worldwide, with NielsenIQ latest Scantrack data for the UK (Total Market (GB), Value Sales 52 week ending 22 February 2025) putting it in seventh place in the UK’s Top Ten wine brands, worth £125 million in retail value sales. Trivento Reserve Malbec is also the number one red wine in the UK market, the brand said.
“Trivento has had a phenomenal growth journey, having sustained the number one red wine SKU status for a number of years, whilst consistently winning quality awards, and this new campaign will consolidate its identity further as we head towards an even more exciting future,” Johl added. 
